Don’t Hate Me, but I Actually Love Jaguar’s EV Relaunch
British luxury carmaker Jaguar’s history goes back nearly 100 years, but many claim its latest rebrand — and the unveiling of the new Model 00 electric car — is the beginning of the end. 41,000 (and counting) reviews its youtube ads is a cynical dumpster fire, and marketing week Called the rebrand “fucking crazy.” But, somehow, I like what Jaguar does.
Jaguar has been a household name in the UK for decades. The name has instant brand recognition not just for Brits like me but globally. Its cars were luxurious and prestigious enough to attract business owners and bankers, providing them with comfortable drives to the golf course – with plenty of room in the back for a set of clubs. However, they’re not so expensive that they’re inaccessible to anyone who doesn’t have “Apple CEO” in their title. Jaguar has positioned itself over the years as luxurious yet attainable.
But the problem is, the traditional “meet you on the golf course” type of Jaguar customer is dying out. The same goes for the large, power-hungry gasoline engines that power nearly the entire product range. I love the ferocious F-Type SVR I took it around the UK While it felt anything but old-fashioned a few years ago, there’s a certain old-fashioned feel that’s undeniably associated with the brand.
I love driving the Jaguar F-Type SVR, but there’s no doubt the brand needs an update.
That’s a problem when the automotive industry changes so quickly. Electric vehicles are taking over, with new players from China not only disrupting sales figures for established car brands but forcing them to rethink their strategies. That’s exactly what Jaguar does.
Sales of Jaguar’s first electric car, the I-Pace, have declined over the past few years, and the company announced in November that it would stop selling all cars in the UK until an electric renaissance begins in 2026. After the much-criticized trailer, Jaguar has finally unveiled its revival in the form of the Type 00 concept car.
Jaguar has ditched or redesigned almost everything that defines its brand, from logos and fonts to vehicle logos. “Jaguar’s relaunch was controversial, but it made the world sit up and take notice,” said Rory ReidYouTube Director of Auto Trader UK and former Top Gear presenter. “Almost overnight, the brand went from being a somewhat old, relatively obscure relic of the past to becoming the number one topic in automotive conversation.”
I may be in the minority, but I like the look of this concept.
The Type 00 has angular edges and a boxy look, a departure from Jaguar’s signature smooth styling such as the E-Type. But I loved it immediately. I love the sharp lines, I think the front and rear grilles look great, and I even like the soft blue and blush pink options.
Jaguar’s new slogan “Copy Nothing” rings true; honestly, I can’t say the Type 00 looks the same as anything else. Although I do see some slight hints of it in those angled panels Hyundai Ioniq 5 And, I think, even a little bit Tesla Cybertruck — a car that, I hesitate to admit, I do like the way it looks.
The Type 00 is a far cry from Jaguar’s gin golf club heritage. It’s undeniably modern and I think it’s a completely new take on electric cars. As gasoline engines are phased out, automakers can redesign their vehicles around new electric platforms rather than just putting electric motors in cars they’ve had for years. Jaguar seized the opportunity and created something eye-catching. Over time, it could become iconic in its own right.
Sure, the rebranded ad is weird and doesn’t show the car, but I think its “copy anything” sentiment is spot on.
To be clear, the Type 00 is just a concept. The company says its first electric car, a four-door GT, will be launched in late 2025, and typically the vehicles available for retail bear a passing resemblance to their announced concepts. So now, if you don’t like this concept car, maybe just squint and see if that helps downplay it for you.
But for me, I want the final car to stay true to the concept. I wanted to see something bold and exciting. It looks different from other cars on the road. I’m tired of regular SUVs passing me on the highway and tired of losing my Toyota in a parking lot full of identical looking cars.
“This rebrand will attract a significant number of new potential customers, giving Jaguar its best chance of survival in the modern era,” Reid said.
Jaguar has shown that it’s time for major changes. That’s what I’m here for.
